marketing

Shadow-shop every competitor in your radius before launch to quantify the answer-rate gap

Absorb an acquired brand without losing its customers using a phased phone and digital handoff

Pull live capacity data from Service Titan into a board and adjust digital ad spend per branch daily to match leads to available labor

Turn a $250k pump truck into a tracked inbound channel that competes with a $3k/month billboard for $4k once

Enter a market whose biggest cost is customer acquisition — when you already own the customers.

People buy a brand because it has a heartbeat — and content is what gives it one.

When entering a category dominated by incumbents, change every variable they hold constant.

What KIND actually competed on: a real product, honest packaging, ownership culture.

Use self-deprecating humor and cartoons to build trust, break tension, and unlock creative conversation

Find magical solutions by abandoning naive logic in human affairs

Transform perception to create value that product improvements cannot match

Use writing not to record what you know but to discover what you think through pathological empathy for readers

Differentiate, Attract, Direct: the three-step system to stand out in any market

Sustainable marketing success comes from building distinctive brand assets, not chasing short-term performance metrics

Start with why you believe, not what you sell, to inspire action

A seven-part story structure that clarifies brand messaging so customers listen, engage, and buy

Be remarkable or be invisible -- very good is the new mediocre

Change perception, not reality, for greater impact at lower cost

Change perception, not reality, to solve most problems cheaply

Build persuasive communication with claims and proof

Use data to drive marketing success

Leverage assets for success

Ask the right questions

Measure & Improve

SRI

ELU

Price one book low to drive sales

Create shareworthy content

Add value without expectation

Sell ebooks with simplicity

Sell ebooks with ease

Create a bio that sells

Embracing weirdness

Embracing individuality

A self-reinforcing cycle of creativity and innovation

Embracing individuality

Don't advertise, instead focus on creating value

Confidently exclude people who are not a good fit

Focus on serving many little customers

Empower fans to speak up

Stand out from the crowd

Focus on niche markets

Navigate partnerships in the tech industry

Reduce shock, accelerate adoption

Navigating post-hypergrowth markets

Contrasting strategies

Distribute bets at the beginning of an open systems contest

Design service out, not in

Stick with the old product architecture

Proactively serve the tornado